What’s the end goal of any small business PPC campaign? Results. Results that show you that all the effort you’ve put into building, optimizing, curating, and monitoring your Pay per Click (PPC) ads matters and is paying off. Using valuable data in the form of performance metrics and reporting within Bing Ads and Google Ads helps you realize your ideal results, but the sheer … [Read more...] about 5 Must Watch PPC Reporting Metrics For Small Businesses
Search Results for: conversion rate
Diagnose High CPL In PPC Search
Cost per leads (or cost per sale, cost per acquisition) is what you as an account manager are optimizing towards. You and your client have a set goal of what you think you can hit to remain profitable. You may also find yourself in a position where you are not hitting your CPL threshold and it is higher than you and your client approve. So how do you diagnose what the problem … [Read more...] about Diagnose High CPL In PPC Search
SaaSy Chatbots: How To Talk Back To Your B2B Customers
In May of last year, one of my B2B SaaS clients kicked their landing page forms to the curb and implemented chat-bot only conversions. At the time, there seemed to be a dearth of information about chatbot marketing. This ended up being a boon as I was able to get creative with tactics to lure prospects in and get them to hand over their precious data. Being on the vanguard of a … [Read more...] about SaaSy Chatbots: How To Talk Back To Your B2B Customers
Work Smarter, Not Harder, With Bing Ads Scripts
Feeling crunched for time? Consider automating some of your more tactical and time-consuming tasks. If you aren’t already using scripts to manage campaigns, then you need to take a serious look. In case you’re unfamiliar with them, scripts—i.e., snippets of JavaScript—are part of the Google Ads and Bing Ads search interfaces and allow you to use JavaScript to automate processes … [Read more...] about Work Smarter, Not Harder, With Bing Ads Scripts
Facebook Messenger Marketing and Chatbots: What Every PPC Marketer Needs to Know Right Now
I’ll be upfront. My goal here is to persuade you that you should be using Facebook Messenger marketing and chatbots as part of your marketing strategy. This isn’t a sales pitch. This isn’t an infomercial. This is hard-hitting marketing intel. Whether you’re a PPC specialist, an SEO, a CMO, or just a curious bystander, I wrote this for you. Facebook Messenger marketing with … [Read more...] about Facebook Messenger Marketing and Chatbots: What Every PPC Marketer Needs to Know Right Now
Client Presentations: A Guide For Sophisticated Digital Marketers
No matter your skill level or time in the biz, there is always an element of anxiety when tasked with creating a presentation for your clients. The goal of this guide is to boost your confidence before facing off with clients with an outline for how to present data in a meaningful way. Considerations First, there are important considerations to be made. Where will the … [Read more...] about Client Presentations: A Guide For Sophisticated Digital Marketers
Gmail Campaigns Case Study: Audience Type Performance
Digital marketers considering or utilizing Gmail campaigns in Google Ads have a good number of audience types to choose from. In an ideal world, one would create multiple audiences and test each audience against each other. However, as many advertisers are well-too-aware, there are frequently instances where ideal circumstances do not exist for true experimentation. Whether … [Read more...] about Gmail Campaigns Case Study: Audience Type Performance
Account Management: One of My Top Takeaways From 2018
To preface this entire post, I’ll mention that I’ve been in my role for about one year now. As I’ve reflected on 2018, my expectations in regard to what managing accounts looked like at the outset were largely incorrect. I’ve come to realize that we can’t always apply standard routines, processes, and tasks to manage our client accounts. Managing them is so much more than … [Read more...] about Account Management: One of My Top Takeaways From 2018
How to Use Asset Placement Customization in Facebook
Facebook rolled out many platform changes in 2018, and my favorite was the asset placement customization tool released in the first quarter of the year. While I generally select Automatic Placements for my ad set delivery as a best practice in Facebook, many of my clients had creative assets they had specifically optimized for the Instagram Feed and Instagram Stories. Before … [Read more...] about How to Use Asset Placement Customization in Facebook
Ways to Reduce PPC Spend Without Turning Out the Lights
Working in Paid Search, you are always aware that you are spending money and at times your promised budget changes. Sometimes you are given more money to help meet new goals such as lead acquisition or ROI but other times your budget is reduced without a lot of notice. Here are a few ways for you to take action in your account to reduce your PPC spend without having to turn out … [Read more...] about Ways to Reduce PPC Spend Without Turning Out the Lights
Marketing Events In Facebook
One of my favorite accounts to run strategy for is one where we market job fair events to a specific type of qualified job-seeker. The job fairs occur in target cities throughout the U.S. and we run 3-week flight campaigns in the lead up to every event with a registration form as the conversion goal. Typically, we’re launching 2-4 campaigns a week due to the rolling nature of … [Read more...] about Marketing Events In Facebook
PPC Divination: Forecasting Uncertainty in Excel
You’ve heard it before. Whether it’s a new idea you’re gearing up to pitch, or a request handed down to you from upper management. "Show me numbers!" Thus, you have carefully examined and prepared data that show exactly what has happened in your accounts to-date, what’s worked and what hasn’t, and you are equipped to recommend next steps for future success. You know your … [Read more...] about PPC Divination: Forecasting Uncertainty in Excel
